Is HubSpot right for you? Are you using it to its full potential?
Is HubSpot right for you? Are you using it to its full potential?
Is your tech effectively supporting your sales, marketing and service?
Is your tech effectively supporting your sales, marketing and service?
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Sign up for a review of the technology and services related to sales, marketing, service
Know before you invest too much time or money.
Know before you invest too much time or money.
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In this blog post, Tasneem Rossouw, Copywriter at Huble Digital, simplifies the HubSpot event trigger ecosystem and walks you through how to set up and manage customer event triggers in HubSpot.
Your marketing teams pour their time, money and energy into driving people to your website, but with competition fiercer than ever before, the job just isn’t complete when someone lands there. To gain the leading edge, it literally pays to ensure you’re tracking user behaviour while they’re on your site. This insight will mean your marketing strategy (and spend) can be honed for precision and accuracy.
Imagine having a website that’s fine-tuned to the point where each element is optimised to drive a desired action in visitors — HubSpot event triggers make it possible. They allow you to measure the actions a visitor takes on your website and to determine which of these “events” leads to conversions, sales and other desired outcomes. The key benefit? You can iteratively refine your lead nurturing and marketing automation strategies for optimal ROI on your sales and marketing spend.
Custom events are one of four event types, alongside:
Clicked element events, which track when an anonymous visitor or HubSpot contact clicks a specific element on your website.
Submitted form events, which record when a HubSpot form on your website receives a submission.
Visited URL events, which record when an anonymous visitor or HubSpot contact visits a specific URL on your website.
Custom events help you track micro-engagements even further. You now gain additional insight into whether they’re interacting with an element in a particular way.
Sound exciting? Check out what other tools and features are available to you with the HubSpot Enterprise Marketing Suite.
To set up your first HubSpot custom event, you’ll need the following:
A subscription to HubSpot Marketing Hub Enterprise
The help of a developer, as you’ll need to insert the event into your JavaScript file, or server-side script
In your HubSpot account:
What happens next depends on the API you’re using to trigger the event. Here’s how to complete the process of creating your custom event using either the Events JavaScript API, or Events HTTP API.
For JavaScript events:
Things to remember:
For HTTP API events:
Things to remember:
**We’ve extracted these key takeouts from the HubSpot Knowledge Base article on the topic, because no-one’s summarised it better than they have. Visit for a closer look at working with custom events, and for what to do when you’ve reached your account event limit.
Custom events can trigger the same actions as submitting a form or clicking a CTA. For example, you could create a smart list that captures all contacts that performed a particular action that served as an event trigger. This, in turn, can enrol them in a workflow that offers them content related to the interest expressed through their action.
Take an online store purchase as a use case. Setting up a custom event trigger for once a visitor has calculated their shipping, can segment them in your contacts list and trigger a workflow. They’ll get a gentle reminder to complete their purchase delivered directly to their inbox!
HubSpot’s event analytics tool is the key to turning each recorded action into actionable insights into your sales and marketing spend. You can generate a chart to show event completions by selecting a date range, frequency and tags from the Analytics Tools > Events dashboard.
You also have the option to view specific events in the chart, by selecting the checkbox you’ll find to the left of the event name, in the accompanying table.
With this level of direct feedback on user behaviour, you’re all set to constantly refine the way you reach out to, and communicate with prospects and customers — optimising your sales and marketing ROI and driving for customer delight. Get to grips with the details on analysing and managing event completions with the HubSpot Knowledge Base article, or reach out to us at Huble Digital.
We’re a HubSpot Elite Solutions Partner, and a full-service global digital business consultancy. At the heart of our mission is our desire to help you transform your business core with the help of the HubSpot platform.
Contact the team and let’s chat about how we can help you leverage the insights that tools like custom events bring, to the best advantage of your business.
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